OkCupid’s arrow was on the mark. The online dating site made headlines this week for its clever slam of Brandon Eich, the new CEO at software collective Mozilla. Visitors to OkCupid who use Mozilla’s Firefox web browser were greeted with a message asking them to return via an alternative browser – because Mozilla’s new head honcho apparently doesn’t support alternative lifestyles.

In 2008, Eich donated $1,000 in support of California’s Proposition 8, a ballot initiative declaring marriage as being between a man and a woman. The measure passed but was ultimately deemed unconstitutional. His donation, made public in 2012, caused some chatter that eventually died down.

With Eich’s appointment as CEO last week, however, concerns have resurfaced about his views. OkCupid minced no words about its distaste, saying, “Those who seek to deny love and instead enforce misery, shame, and frustration are our enemies, and we wish them nothing but failure. If you want to keep using Firefox, the link at the bottom will take you through to the site. However, we urge you to consider different software for accessing OkCupid.”

The company also gets extra PR points for the way in which it took its stand. A press release would have sufficed, but temporarily blocking visitors using Firefox was a real eye-catcher.

THE PR VERDICT: “B” (Good Show) for OkCupid for inspiring such headlines as “OkCupid Makes War Not Love on Mozilla: ‘Don’t Use Firefox.’”

THE PR TAKEAWAY: Playing politics is potentially messy, but it’s not verboten. Certainly, companies should tread carefully when choosing sides on a controversial matter; it is easy to misstep. But there are times when doing so is a no-brainer and such was the case here. OkCupid says it’s in the business of “creating love,” so its objections to Eich’s appointment are both personal and professional. Even their statement notes that 8% of OkCupid matches are same-sex unions. As such, there is only benefit to standing up for equal rights for the LGBT community, and doing so loudly.